Psychology for Digital Behavior Change [DBC]

Classroom training (3 days) Online training with LIVE tutorials (3 weeks)

Join 1,600+ pros who’ve completed our training

Master digital psychology & behavioral design

Learn how to apply psychology to digital products that are more motivating, usable and engaging.

This course will teach you the skills and knowledge required to build psychology-inspired websites, apps and digital campaigns.

We cover 50+ behavioral change principles, psychological design patterns and a step-by-step behavioral design process that you can bring back to the office and apply immediately.

The class includes examples from many fields and industries, but you’re invited to bring a challenge of your choosing so you can focus on applications specific to your work.

Our training will inspire you with new ideas, deepen your understanding of digital psychology and help you develop new skills in human-centered design.

We recommend this course as the starting point for most participants.

Skills and knowledge you’ll gain

By the end of this workshop, you’ll be able to:

  • Name and apply over 50 psychological principles
  • Combine psychological principles into high impact architectures
  • Integrate psychology into websites, apps, campaigns and ads
  • Boost user acquisition, engagement, conversion and retention
  • Start your next project with psychological design patterns
  • Reverse engineer your competitors’ success factors—then outflank them
  • Better justify your design choices when speaking to colleagues or clients
  • Save time and money by using behavioral science design patterns
  • Make better decisions when facing design or marketing dilemmas
  • Avoid “psychological backfires”, where psychology damages your work
  • Build psychology-driven segments, personas and user journeys
  • Build a behavioral insights report and use it to inspire design
  • Avoid misleading claims about behavioral science
  • Integrate psychology into digital strategy and UX prototyping tools
  • Conduct behavioral design

Master behavioral design

Psychology-inspired creativity

To help you internalize the content, we’ve structured the course around a behavioral design process. We’ll take you through a step-by-step process, leading to a digital psychology-inspired product of your choosing. This will reinforce the lessons and ensure that you can translate psychology into digital practice.

You’ll develop skills in the overall process, which will touch hands-on skills in psychology-inspired software modelling, UX, information architecture, marketing, branding, and content strategy.

We’ve structured the design process across our two classes. DBC takes you through the process, ending with a testable lo-fi prototype. If you take EDP as well, you’ll extend your protype, and fine-tune it.

The classroom design process is intermixed with the lessons, while the online class design process happens during the LIVE tutorials.

If there’s a challenge you’re working on, bring it to class.


In class or online, we’ll cover:

Day 1
  1. Persuasive psychology & digital media
  2. Setting realistic expectations for online influence
  3. Science of persuasive design & optimization (made easy)
  4. Auditing psychological architectures
  5. Source credibility 1: digital source psychology
  6. Source credibility 2: influence factors
  7. The core elements of audience influence
  8. Visual factors in UX and persuasion
  9. Cognitive impacts, comprehensions and schemas
  10. Motivating emotions and neuroscience
  11. Decision support and behavioral economics
  12. Trust, risk, security and credibility
Day 2
  1. Navigational systems, UX, and efficacy
  2. Training users with behaviorism
  3. Managing dropout, attrition and disinterest
  4. Media impacts on digital persuasion
  5. Social psychology & environmental factors
  6. Psychological audits of websites and mobile apps
  7. Building psychological wireframes and mocks
  8. Using psychology in conversion rate optimization
Day 3
  1. How to combine psychological principles
  2. Building psychological architectures
  3. Landing page psychology
  4. Motivation and efficacy design patterns
  5. Solo and social selling patterns
  6. Ways of capturing user feedback
  7. Feedback-based psychological principles
  8. Goals, feedback, coaching and gamification
  9. Reinforcing and shaping user behavior
  10. Audience journey mapping and funnel design
  11. Building multi-channel engagement sequences

Classroom vs. online editions

We offer this course in both classroom and online editions.
It’s also available in team training too.

Here’s how our classroom and online editions work.

Duration3 daysOn-demand with 3-weeks LIVE-tutorials

9:00–17:00 with 1 hour lunch and two 15 min breaks

Self-paced, but consider completing 5 hours of video per week during the LIVE term (yes, it’s a pressure tactic to keep you on track)

Instructional hours

19.5 hours, based on 6.5 hours of instruction per day

19.5 hours based on 15 hours of video with three 1.5 hour live tutorials


The workshop runs 9:00 am – 5:00 pm (but please arrive by 8:50 as we start at 9:00 sharp). There is a 15-minute break in the morning, an hour for lunch, and another 15-minute break in the afternoon.

We’ll provide all the training materials, so you’ll only need to bring a pen, some paper, and, if you’d like to participate in our live polling, bring a smartphone or tablet.

We’ll grant you immediate access to the videos as soon as you register, plus access to the waiting room for the upcoming LIVE tutorials.

You’ll have access to the lessons, and then we’ll start the behavioral design process during the LIVE training term.


Classroom training kit

  • Training guide
  • Reference manual
  • Workbook
  • Behavioral design workbook
  • Wireframe kit
  • Cheatsheets

Online training resources

  • On-demand video lessons
  • LIVE tutorial recordings
  • Wireframe kit (mini)
  • Behavioral design workbook
  • Closed community
  • Cheatsheets


This is our most popular class and the one we recommend as a starting point for most people who want to learn how to apply digital psychology.

This class is suitable for those who use digital media across a range of applications, from tactical hands-on builders to strategic planners.

Looking to decide whether it is at the right level for you or want more information? Check out our FAQ or give us a shout.


After completing all modules, covering 19.5 hours of instruction over 3 days in class, or 3 weeks online, you will receive a certificate of completion.

If you wish to take the optional certification test to earn a “Digital Behavior Change Certificate (DBCC)”, this will also put you on track to earn the “Digital Behavioral Design Certificate (DBDC)”.

Learn about your certification options.

Who this course is for

This class is suitable for:

  • Usability and UI/UX professionals
  • Graphic designers and interactive designers
  • Digital marketing and advertising specialists
  • Content strategists and web writers
  • Product marketing managers
  • Digital project managers
  • Health promotion specialists
  • Conversion optimizers & researchers
  • Entrepreneurs

Industries that will benefit 

Our training attracts an eclectic blend of professionals from:

  • Technology firms, cloud services
  • Digital agencies, creative firms
  • Non-profit organizations
  • Government, health sector
  • Retail businesses, consulting services
  • Financial services, insurance
  • Media, gaming, entertainment
  • Telecommunications, infrastructure
  • Small businesses, freelancers, students
  • Academia, behavioral science, psychology

How students describe our training

Brian’s workshop was great! Very informative and I look forward to any other workshops that will be coming up.

Nicola WIlliams

User Experience Designer, Expedia

Excellent content. Applicable everywhere. Thank you.

Adam Dobrer

Business Experience Design Manager, Deloitte

Great workshop! … We will start implementing some of the ideas in our projects.

Alex Aranda

Senior User Experience Designer, Samsung Electronics

Meet your instructor

Brian Cugelman, PhD

With an extensive career running online projects and studies for industry, non-profit organizations, governments and the United Nations, Dr. Brian Cugelman has been working as an online behavior change specialist since 1997.

If you'd like to learn more, read Dr. Cugelman's bio or see what he has to say about the workshop in his own words.

Have a question?

Check out our FAQ or give me a shout. I'm happy to help out.

+1 (888) 977-2055
brian (at)


Classroom Tuition

Fee: $799
$599 until 24 Aug
Save $200 (25%) on the Super Early Bird

Online Tuition

Fee: $499
$374 until 24 Aug
Save $125 (25%) on the Super Early Bird
SAVE 10–15% with promo codes

We offer promo codes for academics (10%), non-profits (10%), students (15%) and groups of 3 or more (15%). Yes, you can add promo codes to the early bird rates.  To claim your promo code, email [email protected]

Upcoming classes


Psychology for Digital Behavior Change [DBC]

19-21 Oct 2020
$799 $599 until Sun 23 Aug 2020
Save $200 (25%) by registering early

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New York
New York

Psychology for Digital Behavior Change [DBC]

26-28 Oct 2020
$799 $599 until Sun 23 Aug 2020
Save $200 (25%) by registering early

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San Jose
San Jose

Psychology for Digital Behavior Change [DBC]

2-4 Nov 2020
$799 $599 until Sun 23 Aug 2020
Save $200 (25%) by registering early

Enroll with:


Psychology for Digital Behavior Change [DBC]

30 Nov -2 Dec 2020
$799 $599 until Sun 23 Aug 2020
Save $200 (25%) by registering early

Enroll with:


Psychology for Digital Behavior Change [DBC]

07-09 Dec 2020
$799 $599 until Sun 23 Aug 2020
Save $200 (25%) by registering early

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Have any questions?

Email: [email protected]
Call: +1 (888) 977-2055

Classroom registration

The green registration buttons take you to Eventbrite, where you can order your ticket. After registering, you’ll receive your ticket and all the logistical details.

Online registration

Academy of Digital Psychology logoWhen you register for e-learning, you’ll be taken to our educational portal to obtain your courses.

Sold-out classes and waitlists

Our classroom courses sometimes sell out. If you can’t get tickets because of a sellout, join the Eventbrite waitlist.

100% Satisfaction guarantee – classroom

We’re so confident you’ll love our workshop that we’re offering a 100% refund to anyone who wishes to withdraw. To qualify, simply return all your training materials and notify your instructor by the start of lunch on the first day. That’s pretty much it.

100% Satisfaction guarantee – online

We’re confident that you’ll love our online training, that we’re offering a 48-hour window for you to receive a 100% refund if our online training does not meet your expectations. See our guarantee for details.

We’re proud to attract participants
from world leading companies.

But we’re more proud to help countless students, beginners, and pros from regular organizations.

Terms, and conditions
All our workshops are subject to AlterSpark’s Guarantees, Terms and Conditions. Please ensure that you read these before signing up.